In-Store Shopping Favored by Nine out of Ten European Customers, Along with Major Shopping Trends
In the ever-evolving landscape of retail, understanding consumer behaviour is paramount. The "The State of Shopping 2024" survey by ShopFully and Offerista Group sheds light on this subject, drawing insights from 11,000 shoppers across Europe.
Online shopping is now a daily routine
The survey reveals that online shopping has become a routine part of daily life across Europe, with 97% of the population in Austria shopping regularly online. This trend indicates generational adoption, crossing age groups.
Holistic shopping experiences are in demand
The survey also suggests a shift in consumer expectations. Beyond low prices and fast delivery, consumers are demanding holistic shopping experiences that are personalized, convenient, and sustainable. Retailers will need to address these expectations to remain competitive through to 2028 and beyond.
Trust is key in digital commerce
As fake shops become more sophisticated, trust is emerging as the most crucial factor in digital commerce. Consumers prioritize trustworthiness when choosing where to shop online, making credibility and customer loyalty essential for economic success, alongside price and speed.
Consumer behaviour varies by location and market sector
The survey highlights that consumer behaviour varies significantly by geographic location and market sector, requiring a tailored approach. For instance, in France, half of all click and collect consumers regularly make additional in-store purchases, while Germany lags behind.
Sustainability is a growing concern
The survey also reveals that over half of European shoppers would be willing to pay more for greener products. This finding underscores the growing importance of sustainability in consumer decisions.
Brand loyalty remains low
The survey found that brand loyalty is low among European shoppers, with only 16% consistently loyal. This figure varies significantly across countries, with France having the highest brand loyalty (24%) and Italy, Germany, Spain, and Romania having the lowest (13%).
In-store shopping still reigns
Despite the rise of online shopping, 92% of survey respondents favor shopping in physical stores due to the ability to see, touch, and try. This preference is reflected in the grocery sector, where 95% of consumers choose in-store shopping, while in DIY, clothing, and toys, there's more competition between physical and online purchasing.
Research and promotions play a role
The survey also indicates that more than three quarters of European shoppers (78%) research online before finalizing purchases in-store. Promotions and offers are also important to 60% of respondents year-round, while 44% find in-store promotions and offers particularly influential.
Personalization is key
The survey concludes that personalized content, tailored to the interests and location of each customer, is essential for brands and retailers. This personalization extends to the promotions and offers that retailers provide, as understanding regional nuances is necessary for success.
The survey by ShopFully and Offerista Group provides a comprehensive overview of the current state of shopping in Europe. It underscores the need for retailers to adapt to consumer expectations, offering personalized, sustainable, and trustworthy shopping experiences.
[1] The survey findings are based on "The State of Shopping 2024" by ShopFully and Offerista Group. For more details, you may refer to the original report. Additionally, it's worth noting that 42% of European shoppers consider the environmental impact of their purchases. This information was not included in the original survey findings but is relevant to the discussion on consumer behaviour and sustainability.
- European shoppers are increasingly focusing on the environmental aspect of their purchases, with 42% considering the environmental impact.
- The rise of artificial intelligence (AI) in retail could potentially offer more personalized shopping experiences that cater to individual interests and preferences.
- Home-and-garden, shopping, and lifestyle products tend to have a higher competition between physical and online purchasing due to the ability to see, touch, and try products in-store.
- Consumers are seeking shopping experiences that are not only fast and cheap, but also sustainable, convenient, and personalized, with research and promotions playing a significant role in influencing purchases.
